January 26, 2021

How Loan Officers Can Use Social Media to Win Business

As mortgage demand surges, home purchase and refinance markets remain hot with no signs of slowing down. This is excellent news for loan officers, but it’s important to note that COVID-19 doesn’t seem to be slowing down, either. Capitalizing on the opportunity of increased mortgage demand has to look a little different today than it has before: As the pandemic limits face-to-face interaction, loan officers can’t rely on traditional tactics to win business and get a leg up over the competition.

So as the pandemic continues and as competition builds higher than ever, how can bank marketers ensure that their loan officers stand out? The answer is social media. Social media has already become an essential part of the mortgage lending business — consumers expect technology to be part of their homebuying process — and many marketers and loan officers have recognized the value of social channels in maintaining authentic human relationships safely during COVID-19. But in a market that’s more competitive than ever before, social media strategies must be competitive as well. 

It’s time to kick it up a notch. With the following strategies, bank marketers can help loan officers build stronger social media strategies to stand out from the crowd and win mortgage business in 2021:

1. Activate loan officers on social media.

Audiences pay more attention to individual people on social media than to brands. That’s why a social selling approach, in which individual associates share branded messages on their own social media profiles, can stretch the reach of brand messaging 561% further than if a brand shared the message on only the company profile.

Marketers can help loan officers carry out their own successful social media strategies by arming them with educational content that their audiences will find useful. With the right social media management tool, marketers can store pre-approved content in a digital library, and loan officers can access it easily and frequently to share with their social media followers. What’s more, if each piece of content gets the compliance team’s sign-off before going into the library, the marketing team can rest easy knowing loan officers aren’t overstepping any regulatory red tape.

2. Drive interest with paid social media.

A compliant, organic social selling strategy is an important foundation — but to truly get ahead of the rest and capture more mortgage business, you’ll need to level up your social game. To target and distribute each post strategically for maximum return, fuel your social selling efforts with advertising dollars in paid social campaigns.

For example, if a loan officer wants to reach first-time homebuyers, you can target an ad by ZIP code to land it among those who are currently in rental-heavy areas. Whatever specific audience you’re trying to reach, paid ads allow you to tailor and target each message according to key indicators that someone may be looking to refinance or buy.

3. Use content to educate and engage.

Whether an organic social post or a paid ad, the content your loan officers share on social media can both help spark an interest in their services and position them as the trusted expert to turn to when it’s time to buy or refinance.

Arm your loan officers with articles, guidebooks, blog posts, and more to help educate audiences on the unique opportunities in today’s market and how they can save a lot of money. By helping followers understand what they have to gain, loan officers can set the foundation for many trusting, lasting client relationships.

4. Drive conversions with a post-click experience.

When loan officers share targeted, relevant content on social media, they’ll get their audience’s attention — but what happens next? Give interested prospects a clear path to further engage with your brand with landing pages.

Build landing pages on your website to correspond with each of your social campaigns. For example, the social selling strategy to reach first-time homebuyers could lead prospects to a landing page where they can download a guidebook on securing their first mortgage. You can create a capture form that asks for their name, email, and phone number in return for the download. Then, the contact information for your hottest leads is right in your hands. With it, you can do more than engage with audiences — you can convert prospects into clients.

Of course, all of this would be hard for any marketing team to pull off at the scale necessary to remain competitive in today’s mortgage market. The right social media management software can help you create landing pages with ease, coordinate different paid campaigns at once, ensure compliance among individual loan officers’ social posts, house educational content for loan officers to share frequently, and more. Today, when there’s both more opportunity and more competition for loan officers than perhaps ever before, investing in social media is well worth the money and effort.

RESOURCES

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January 26, 2021

How Loan Officers Can Use Social Media to Win Business

As mortgage demand surges, home purchase and refinance markets remain hot with no signs of slowing down. This is excellent news for loan officers, but it’s important to note that COVID-19 doesn’t seem to be slowing down, either. Capitalizing on the opportunity of increased mortgage demand has to look a little different today than it has before: As the pandemic limits face-to-face interaction, loan officers can’t rely on traditional tactics to win business and get a leg up over the competition.

So as the pandemic continues and as competition builds higher than ever, how can bank marketers ensure that their loan officers stand out? The answer is social media. Social media has already become an essential part of the mortgage lending business — consumers expect technology to be part of their homebuying process — and many marketers and loan officers have recognized the value of social channels in maintaining authentic human relationships safely during COVID-19. But in a market that’s more competitive than ever before, social media strategies must be competitive as well. 

It’s time to kick it up a notch. With the following strategies, bank marketers can help loan officers build stronger social media strategies to stand out from the crowd and win mortgage business in 2021:

1. Activate loan officers on social media.

Audiences pay more attention to individual people on social media than to brands. That’s why a social selling approach, in which individual associates share branded messages on their own social media profiles, can stretch the reach of brand messaging 561% further than if a brand shared the message on only the company profile.

Marketers can help loan officers carry out their own successful social media strategies by arming them with educational content that their audiences will find useful. With the right social media management tool, marketers can store pre-approved content in a digital library, and loan officers can access it easily and frequently to share with their social media followers. What’s more, if each piece of content gets the compliance team’s sign-off before going into the library, the marketing team can rest easy knowing loan officers aren’t overstepping any regulatory red tape.

2. Drive interest with paid social media.

A compliant, organic social selling strategy is an important foundation — but to truly get ahead of the rest and capture more mortgage business, you’ll need to level up your social game. To target and distribute each post strategically for maximum return, fuel your social selling efforts with advertising dollars in paid social campaigns.

For example, if a loan officer wants to reach first-time homebuyers, you can target an ad by ZIP code to land it among those who are currently in rental-heavy areas. Whatever specific audience you’re trying to reach, paid ads allow you to tailor and target each message according to key indicators that someone may be looking to refinance or buy.

3. Use content to educate and engage.

Whether an organic social post or a paid ad, the content your loan officers share on social media can both help spark an interest in their services and position them as the trusted expert to turn to when it’s time to buy or refinance.

Arm your loan officers with articles, guidebooks, blog posts, and more to help educate audiences on the unique opportunities in today’s market and how they can save a lot of money. By helping followers understand what they have to gain, loan officers can set the foundation for many trusting, lasting client relationships.

4. Drive conversions with a post-click experience.

When loan officers share targeted, relevant content on social media, they’ll get their audience’s attention — but what happens next? Give interested prospects a clear path to further engage with your brand with landing pages.

Build landing pages on your website to correspond with each of your social campaigns. For example, the social selling strategy to reach first-time homebuyers could lead prospects to a landing page where they can download a guidebook on securing their first mortgage. You can create a capture form that asks for their name, email, and phone number in return for the download. Then, the contact information for your hottest leads is right in your hands. With it, you can do more than engage with audiences — you can convert prospects into clients.

Of course, all of this would be hard for any marketing team to pull off at the scale necessary to remain competitive in today’s mortgage market. The right social media management software can help you create landing pages with ease, coordinate different paid campaigns at once, ensure compliance among individual loan officers’ social posts, house educational content for loan officers to share frequently, and more. Today, when there’s both more opportunity and more competition for loan officers than perhaps ever before, investing in social media is well worth the money and effort.

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Does your financial institution struggle with social media content curation? You’re not alone. With time, compliance and resource constraints, it can be difficult for financial institutions to find engaging and relevant content to fill their social media feeds. Denim Social has a new product to help!

Through an integration with content curation industry leader, UpContent, Denim Social is proud to introduce new features that will give financial marketers the ability to curate collections of relevant, high-quality and compliant social media content.

We get it, searching for content is time consuming and it can be especially tough to find quality content for financial institutions. Our integration with UpContent will bring curated, third-party articles directly to your Denim Social platform. Here’s how it works: 

  • Simply log in to Denim Social to access the curated content libraries. No search engine required. 
  • Curated posts include pre-populated post captions or your team can customize the message to fit your brand. 
  • Select posts to use at the brand level or your marketing team can pre-approve and organize posts for employee use. 
Content Curation Product Preview

Social selling is a powerful strategy for financial institutions to increase reach, drive engagement and build trust with customers. With this new content integration, Denim Social can help your marketing team unlock the potential of employee social media, while maintaining brand consistency and staying compliant. Create pre-approved content libraries and implement approval workflows to keep your marketing team in control. 

Denim Social’s built-in compliance processes work seamlessly with our new curated content libraries. And unlike our competitors, compliance approvals are built-in to our platform.

Want to see our platform and curated content libraries in action? Sign up for a demo to learn how Denim Social can help your institution level-up its social media strategy. 

About UpContent: 

UpContent helps marketing, sales, and HR professionals build trust, deepen relationships, and drive revenue through strategically curated content. UpContent analyzes millions of articles monthly and taps into the collective expertise of their company’s team by empowering individuals to engage with, and enrich, high-quality articles prior to sharing with customers and prospects through one of UpContent’s many social media, email marketing, and website partnerships and integrations. For more information, visit https://www.upcontent.com.

Social media is an important tool for financial institutions to reach and connect with consumers, but it’s only the first step in a larger digital journey. Once a social media post or ad catches a prospect’s attention, they need a post-click experience to keep them engaged with the brand. An effective way to begin building that experience is through landing pages.

When users see a social post that piques their interest, if they simply follow a link back to your webpage, they may struggle to find exactly what they came for. If they can follow a link back to a landing page designed specifically around the information that initially caught their attention, however, they’re much likelier to continue engaging. And when users visit a landing page and enter their information into a form to receive the content, the sales team receives contact information to reach prospects who are already primed and interested.

The personalized aspect of landing pages comes in when brands create different pages to offer varied web experiences that will suit the needs of various prospective customers. A one-size-fits-all digital experience is not enough for today’s customers, who expect highly tailored products and services, but the good news for financial institutions is that the right software can make creating many relevant landing pages a breeze.

The following tips can help you customize the next step in your audience’s digital experience and lead more prospects to conversion:

1. Create social content that drives traffic to your landing pages.

Landing pages alone aren’t meant to entice prospects. Instead, the pages should serve as a destination, and to get people interested in heading toward that destination, you must first catch their attention on social media. When creating social content, think about what will drive users to your landing pages. Who is the intended audience, and what do they want to learn from you? 

Make your social posts valuable enough to the viewer that they will want more. Treat the social post as the appetizer and the landing page as the entrée. Whet your viewers’ appetites with a strong starting point, and they’ll be ready and excited to engage further.

2. Use a tool to help make landing pages at scale.

You want to have specific landing pages for each social media campaign to make sure the content is specific and valuable to prospects, but building webpages can be a time-consuming process. To create landing pages at the scale necessary to create a truly customized digital experience, you need a platform like Denim Social that allows anyone to create landing pages with ease. 

Our software is perfect even for marketers with no web design experience. No web development is required — all it takes is dragging and dropping elements into existing templates. The simple, intuitive interface allows you to add personalized and localized attributes to each page. For example, if you want prospects who go to the page to speak with a specific advisor in your area, it’s easy to include that advisor’s contact information and photo on the page. You can also easily optimize landing pages for conversion with easy-to-build lead capture forms that will put relevant data right in the hands of your sales team.

3. Try different options and make frequent updates.

With a tool that makes creating different, targeted landing pages at scale so quick and painless, you have more freedom to test out new options, make updates, and find out what works best. The drag-and-drop tools make changing descriptions, form layouts, and call-to-action buttons simple, so you can tweak pages regularly as you learn more about what works best for your brand. 

For example, the copy on your landing page is the most important element for capturing and holding visitors’ attention. If the data shows that visitors are visiting the page and bouncing off quickly, that’s a good sign your copy should be more engaging. The simplicity of our tool allows you to make such changes and measure the results quickly. Instead of waiting on a developer to rebuild each page every time you want to make an update, you can continuously optimize with a flexible and agile approach.

Social media is a necessary first step in any marketing strategy, but on its own, it’s simply not enough to drive conversions. You need a strategy that starts with captivating social content and leads to engaging and evolving landing pages to launch customers into digital experiences, and you need the right tools to pull it off at scale. With the tips above, your digital marketing strategy can take prospects far beyond a social click and help turn them into lasting, trusting clients.

Known as the professional social networking platform, LinkedIn is a powerful tool for fostering strategic customer relationships and building credibility. An important part of your online brand, your LinkedIn profile is a key source of information for people looking to learn more about you. 

A strong LinkedIn profile creates opportunities for meaningful connections and interactions with other professionals. But how do you make LinkedIn a successful part of your marketing strategy? Well, for starters, you need to build trust. Use the following best practices to do just that.

  1. Add professional profile and cover photos. According to LinkedIn, a professional headshot makes your profile 21x more likely to be viewed, and profiles with photos get a 40% better InMail response rate. For best results, upload JPEG or PNG images sized as follows:
  • Profile photo: 400x400 pixels
  • Cover photo: 1584x396 pixels

Pro Tip: Bookmark our Up-to-Date Social Media Sizing & Resource Guide to optimize your images on every social media platform.

  1. Write a compelling headline and summary. Your headline and summary should clearly and succinctly state who you are and why someone should connect with you.
  • Headline: More than simply your job title, your headline should answer these two questions: 
  • Who do you help?
  • How do you help?
  • Summary: Use the following framework to write a compelling professional summary:
  • Paragraph 1: In three sentences or less, what is your value prop to your prospective customers? Reiterate your purpose from your headline.
  • Paragraph 2: In three sentences or less, how do you help customers achieve results?
  • Paragraph 3: In three sentences or less, what is your call-to-action for the prospective customer?

Pro Tip: In your headline and summary, be sure to include keywords prospective customers might search for.

  1. Engage frequently and consistently. Every week, apply consistent effort to LinkedIn to build credibility and keep content relevant and valuable for customers. Below is checklist of activities we recommend performing on a weekly basis:
  • Post relevant content: Check your content library or search for trending topics in the LinkedIn search bar. You can find some great recent inspiration from others in your field.
  • Post/schedule content at the right time: Generally, the best time to post on LinkedIn is Tuesday through Thursday between 10 and 11 a.m. Content posted in the evenings and on weekends tends to get less engagement. Check out this guide in our Help Center for more information on when to post on various social media channels.
  • Seek recommendations from customers and share success stories: What’s better than telling your networks how great you are? Someone else saying it for you! Positive testimonials, endorsements and reviews go a long way in building your credibility.
  • Check likes, follows, shares, hashtags and comments. Be sure to engage and respond as appropriate. Set weekly or monthly goals for growth and track progress.
  • Grow your network: Join relevant groups in your industry to gain customer insights about needs and interests, follow influencers and connect with others.

Pro tip: Add a 30-minute weekly recurring event on your calendar to go through the above checklist. 

If you’re still questioning the value of LinkedIn, consider this success story. According to Fortune, an advisor at financial services firm Guardian Life picked up 35 referrals from just one client using LinkedIn. The advisor’s business has more than doubled since he started prospecting on social networks. So what are you waiting for? Start building trust and credibility on LinkedIn today.

Looking for a quick reference for all of this information? Check out this infographic.

As the pandemic has necessitated social distancing and limited face-to-face interaction, social media has gone from a nice addition to an essential piece of any brand’s marketing strategy. However, as social media platforms are constantly updating their algorithms, it’s time for brands of all stripes to reassess their approaches to digital connection.

Creating and sharing great content is no longer enough to cut through the crowd and get in front of your target audience. Platforms have altered their algorithms to limit the visibility of posts from brands. For example, a 2019 Facebook update led to the average reach dropping by 2.2% for posts. This small percentage sounds insignificant until you consider that, for most brands, this meant posts were being seen by only 5.5% of their followers.

Today, you need to put money behind your social strategy to ensure your brand’s reach. Luckily, paid social media advertising is still a low-cost approach to marketing, especially considering the high return on investment. Paid social ads allow you to land each message with exactly the right demographic in exactly the right place at exactly the right time.

Still, any financial services institution can run a paid social media campaign. So how do you stay competitive and cut through the noise to set yourself apart? The answer lies in the very foundation of the financial services industry: trust and relationships. You need to maintain an element of true human touch behind each paid advertisement to foster the growth of these things with prospects and clients. Here’s how to humanize your approach for a stronger paid social strategy.

1. Start by activating your advisors on social media if you haven’t already.

In a recent Edelman survey, 70% of consumers said they consider trusting a brand more important today than in the past. It’s essential to reevaluate your social strategy and make sure each connection point is one that inspires trust.

The best way to do this is to bring your individual brand associates into the mix. When brands simply share promotional content on company pages, it doesn’t do much to inspire real connection. Instead, advisors should be using social media professionally to reach their prospects and clients. People seek out human connection naturally, and consumers trust individual people more than companies and brands. What’s more, employee posts tend to reach much further and garner more engagement than brand posts.

You’ll want to invest in paid social advertising for individual agents sooner rather than later, but agents must begin posting organically first. When they share educational, informational content and engage with their networks, they’ll become known as a trusted resource, which can only help paid efforts have an even stronger impact. So start by giving employees what they need to build a strong social presence organically. Train them on your social media policy, ensure they have all the necessary permissions to post and engage, and create a library of engaging and approved posts they can share frequently.

2. Personalize your ads with individual advisors.

Now, it’s time to put some marketing dollars behind your social strategy and get your advisors front and center. A paid social media campaign can help you elevate and scale social selling by creating different versions of personalized ads, then targeting them directly to the people and proximity an individual advisor serves.

This is a much more efficient strategy than advisors simply sharing one post on every channel and hoping to reach the right person. Paid campaigns allow for a more targeted, tailored approach that delivers the customization audiences want and expect. In fact, one survey found that 80% of consumers would be more likely to do business with a brand that provided personalized experiences. And when audiences see relevant ads tied to human faces, it sets the stage for a meaningful connection point and trusting relationship down the line.

3. Maintain control and scale with the right software.

Of course, managing paid campaigns and overseeing agents’ social media activity is a lot for marketing teams to handle. If brands want impactful, humanized approaches to marketing, then marketers need the time and space to think deeply about their audiences and content. Luckily, social media software exists to help marketers manage the complexities and logistics behind campaigns and free up more time for strategizing.

Social media software also ensures all messaging remains compliant while still providing the personalization capabilities necessary to connect with today’s consumers. With streamlined approval workflows, you’re easily able to maintain your brand’s voice across multiple accounts at scale.

Personal connections matter more now than ever. And with trust in financial services on the decline, you need every resource possible to establish and strengthen relationships between the brand and the prospect. Social selling is key, but organically posting is no longer enough. Put some money behind your strategy, leverage your advisors, personalize your messaging, and lean on technology to help you do it at scale. The returns will be well worth the effort and investment.

We recently wrote an article on getting started with Instagram advertising. Now it’s time to take your ads to the next level. Keep the following best practices in mind to get more from your Instagram ads.

1. Design your ad based on your desired result.

As with any marketing strategy, the first step is to determine the goal, or desired result, of your Instagram ad campaign.

Instagram offers several campaign objectives you can select from — and the objective you choose will influence how your ads are optimized and how you pay for them. For example, if your goal is to get more followers, click-throughs on your ad will be less of a priority. Instead, you may choose to focus on your ad’s reach and frequency

If you’re unsure where to start, go back to Marketing 101 and brush up on the sales funnel. A great way to get a cold audience into your funnel is to begin with an awareness or reach campaign. These campaigns are lower in cost and can be a great way to expand your visibility.

As you move down the funnel, test out consideration stage campaign objectives. These may cost slightly more than awareness campaigns, but the results are of higher value, and drives users from Instagram to your website or app.

Finally, as you’re targeting warmer audiences, perhaps in a retargeting campaign, test out a conversion campaign objective for the final push to drive sales (more on this in #6, below).

2. A/B test.

One of the best ways to improve your ad results — and gain insights to inform your strategy going forward — is to set up an A/B test. The most important thing to remember with an A/B test is something you learned in middle school science: Choose one variable to test and keep everything else about the two ads the same.

These test variables could be many things, but some common options include ad copy, call to action, imagery and other creative elements or audiences being targeted.

A big benefit of an A/B test is the ability to re-allocate your budget to the better performing ad after a certain period of testing time. Smart Campaigns, a solution exclusively from Denim Social, is the first-ever solution to test campaign variables across multiple locations and automatically allocate your budget to top-performing ads in every location.

3. Personalize audiences.

Instagram ads allow all the same targeting options as Facebook ads, including targeting based on location, demographics, interests, behavior and more. As you would expect, the more targeted your ads are to the right audience, the better chance they have of achieving your campaign objective.

You also have the option to create a Custom Audience by uploading a list to reach your current customers or other consumers who have already interacted with your business. From there, you can also create a Lookalike Audience to expand your reach and get your ad in front of consumers who are similar to your most valuable customers.

4. Optimize your content.

When considering your ad content and creative elements, think about your objective, who you’re trying to reach and what kind of message and tone will motivate them to engage with your ad.

Different formats are available based on the campaign objective you chose. The basic Instagram ad formats are photo ads, carousel ads, video ads and Stories ads. When building a photo or carousel ad, be sure to use engaging, high-resolution images that will appeal to the audience you’re targeting. Instagram video ads can be up to 60 seconds long; however, for best results, we recommend keeping videos to 15 seconds or less.

5. Personalize the post-click experience.

Be sure to give thought to what happens when an Instagram user clicks on your ad. Is your call-to-action clear so users know exactly what they will get after they click? If you are driving them off of Instagram to your website or somewhere else, is it a consistent experience?

Pages from Denim Social helps financial services marketers increase conversion rates with post-click landing page experiences that are aligned with pre-click expectations. Create hundreds of code-free, personalized landing pages on behalf of local advisors in a matter of minutes.

6. Retarget.

Retargeting is one of the most effective ways to convert leads in today’s digital space. By adding the Facebook Pixel to your website or landing page (remember, Instagram is owned by Facebook), you can easily create an audience of Instagram users who have previously engaged with your brand and shown interest in what you have to offer.

Try to create these audiences based on the action you want them to take with your ad. For example, if you are creating an Instagram ad about a specific product, consider targeting users who have visited that product’s page on your website in the last 30 days.

With Denim Pages, we’ve made the process of adding the Facebook Pixel and seamlessly retargeting consumers a breeze.
For help creating a strategy to reach more customers on Instagram, access our Guide to Building Stronger Customer Relationships on Instagram.

Make the most of your social media presence by optimizing your images and including essential information about your business on each platform. By giving your customers an optimal digital experience, you will be able to broaden your reach and provide better customer service through your digital platforms.

Facebook

IMAGE SIZING:

Profile picture: 180 x 180px

Cover photo: 840 x 312px

Keep the main content of your image centered. On a desktop the photo will display as 840x312px, but on mobile will size down to 640x360px.

Facebook post image: 1200 x 630px

The ideal width for a Facebook post image is 1200px, but height can vary based on what type of device the image display is optimized for. We recommend keeping it at the recommended size to keep consistency on all devices.

When creating a Facebook Ad graphic, any text should not take up more than 20% of the photo. You can find a cheat sheet here: https://www.facebook.com/ads/tools/text_overlay.

Facebook Link Image: 1200 x 628px

Make sure to claim ownership of your links for the ability to change the link preview photo. You can find more info on that here: https://www.facebook.com/business/help/528858287471922?id=708699556338610.

Carousel Post: 600 x 600px

Carousel posts are a great way to display multiple services that you offer to your customers. When placing a Facebook ad you can link each carousel photo to a different link, making it easy for people to navigate to your specific products.

Facebook Story: 1080 x 1920px

Make the most of your stories by using all of your space and creating a fullscreen experience.

IMPORTANT PAGE INFORMATION:

Page name:

This is where you can name your Facebook Page, but be sure to keep it shorter than 75 characters.

Page username:

Customize your page URL by adding a username, making it easier for people to locate and navigate people from other digital platforms. Your Facebook URL can include up to 50 characters.

Page call to action:

Facebook gives you a variety of choices on calls to action. For example, if you’d like customers to contact you by email, you can set up a “Send Email” button with your email address connected and ready to go.

LinkedIn

IMAGE SIZING:

Profile picture: 400 x 400px

Upload your business logo here to personalize your profile. If this page is for an individual, this is where you will upload their headshot.

Cover Photo: 1584 x 396px

Having a personalized business cover photo will make your profile look more professional and give you the opportunity to provide page visitors with more of the look and feel of your business. This can include an image related to your business or a graphic with information on services you provide or your business slogan. Be sure to center your main content to give your mobile viewers a an optimized experience.

LinkedIn post photo: 1200 x 628px (Optimized for mobile)

When targeting an audience on both desktop and mobile, make sure that you optimize for mobile to give people the best experience.

1200 x 1200 px (optimized for desktop)

When you are specifically targeting views on desktop, this is the ideal size image to use.

LinkedIn Link Photo: 1200 x 628px

Providing an image with your link preview can help give viewers a better idea of article content and also communicate your brand look and feel.

IMPORTANT PAGE INFORMATION

Page name:

This is where your business name is located, as well as your company industry, location, and number of followers.

Page description:

Add your business slogan, mission, or short description to tell people what your company can do.

Twitter

IMAGE SIZING

Profile picture: 400 x 400px

Upload your business logo or headshot to personalize your profile.

Cover photo: 1500 x 500px

Be sure to center your content to give your followers an optimized experience on mobile.

Twitter post photo: 1200 x 675px (16:9 ratio)

Allow your followers to see the entirety of the photo in their feed by adhering to this sizing guideline.

IMPORTANT PAGE INFORMATION

Underneath your profile photo, your company name and username will be displayed.

Write a short bio to tell people more about your business.

Instagram

IMAGE SIZING

Profile photo: 110 x 110px

Your profile picture will be small, so be sure your image is sized correctly and centered. This is a great place for your company logo.

Profile thumbnail: Displays as 161 x 161px (recommended 1080 width)

This is a preview of your large image post, but looks best when the photo posted is square.

Highlight Cover: 1080 x 1920px

Your cover photos should have centered images to give your highlight reel a balanced look. You can also name your highlights, but be concise as they can only be 15 characters long.

Instagram Feed Photo: 1080 x 1080px

The recommended width for all Instagram feed photos is 1080px, but the height can vary. To optimize for your feed display within your profile, we recommend using the sizing listed above and keep your image square.

Instagram Feed Ad Photo: 1080 x 1080px

Your ad photo will display the same as a normal feed photo, but with a link attached. When creating an ad in Ads Manager, you’ll be able to upload a separate photo for Instagram to keep your photos optimized for the user experience.

Instagram Story: 1080 x 1920px

Make the most of your stories by using all of your space and creating a fullscreen experience.

GUIDES

How Loan Officers Can Use Social Media to Win Business

As mortgage demand surges, home purchase and refinance markets remain hot with no signs of slowing down. This is excellent news for loan officers, but it’s important to note that COVID-19 doesn’t seem to be slowing down, either. Capitalizing on the opportunity of increased mortgage demand has to look a little different today than it has before: As the pandemic limits face-to-face interaction, loan officers can’t rely on traditional tactics to win business and get a leg up over the competition.

So as the pandemic continues and as competition builds higher than ever, how can bank marketers ensure that their loan officers stand out? The answer is social media. Social media has already become an essential part of the mortgage lending business — consumers expect technology to be part of their homebuying process — and many marketers and loan officers have recognized the value of social channels in maintaining authentic human relationships safely during COVID-19. But in a market that’s more competitive than ever before, social media strategies must be competitive as well. 

It’s time to kick it up a notch. With the following strategies, bank marketers can help loan officers build stronger social media strategies to stand out from the crowd and win mortgage business in 2021:

1. Activate loan officers on social media.

Audiences pay more attention to individual people on social media than to brands. That’s why a social selling approach, in which individual associates share branded messages on their own social media profiles, can stretch the reach of brand messaging 561% further than if a brand shared the message on only the company profile.

Marketers can help loan officers carry out their own successful social media strategies by arming them with educational content that their audiences will find useful. With the right social media management tool, marketers can store pre-approved content in a digital library, and loan officers can access it easily and frequently to share with their social media followers. What’s more, if each piece of content gets the compliance team’s sign-off before going into the library, the marketing team can rest easy knowing loan officers aren’t overstepping any regulatory red tape.

2. Drive interest with paid social media.

A compliant, organic social selling strategy is an important foundation — but to truly get ahead of the rest and capture more mortgage business, you’ll need to level up your social game. To target and distribute each post strategically for maximum return, fuel your social selling efforts with advertising dollars in paid social campaigns.

For example, if a loan officer wants to reach first-time homebuyers, you can target an ad by ZIP code to land it among those who are currently in rental-heavy areas. Whatever specific audience you’re trying to reach, paid ads allow you to tailor and target each message according to key indicators that someone may be looking to refinance or buy.

3. Use content to educate and engage.

Whether an organic social post or a paid ad, the content your loan officers share on social media can both help spark an interest in their services and position them as the trusted expert to turn to when it’s time to buy or refinance.

Arm your loan officers with articles, guidebooks, blog posts, and more to help educate audiences on the unique opportunities in today’s market and how they can save a lot of money. By helping followers understand what they have to gain, loan officers can set the foundation for many trusting, lasting client relationships.

4. Drive conversions with a post-click experience.

When loan officers share targeted, relevant content on social media, they’ll get their audience’s attention — but what happens next? Give interested prospects a clear path to further engage with your brand with landing pages.

Build landing pages on your website to correspond with each of your social campaigns. For example, the social selling strategy to reach first-time homebuyers could lead prospects to a landing page where they can download a guidebook on securing their first mortgage. You can create a capture form that asks for their name, email, and phone number in return for the download. Then, the contact information for your hottest leads is right in your hands. With it, you can do more than engage with audiences — you can convert prospects into clients.

Of course, all of this would be hard for any marketing team to pull off at the scale necessary to remain competitive in today’s mortgage market. The right social media management software can help you create landing pages with ease, coordinate different paid campaigns at once, ensure compliance among individual loan officers’ social posts, house educational content for loan officers to share frequently, and more. Today, when there’s both more opportunity and more competition for loan officers than perhaps ever before, investing in social media is well worth the money and effort.

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ALL GUIDES:

Download this guidebook to learn how marketers are using social media to:

  • Drive business with the lowest digital spend compared to traditional media
  • Position employees as thought-leaders while leveraging their collective reach of their social media presence
  • Ultimately, build trust with their communities and customers that translates to positive business results

Every Mortgage Marketer Should Ask Themselves

Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

Stronger Customer Relationships on Instagram

Financial Services companies should be advertising on Instagram. We break down why, and help you create a strategy to reach new customers- while continuing to build trust in your brand.

Download this guidebook to learn how marketers are using social media to:

  • Drive business with the lowest digital spend compared to traditional media
  • Position employees as thought-leaders while leveraging their collective reach of their social media presence
  • Ultimately, build trust with their communities and customers that translates to positive business results

ABA Study: The Current State of Social Media

See what nearly 430 bank marketers had to say when asked questions such as:

  • Is it important to equip your sales personnel with social media accounts?
  • Does your bank measure the impact of your social media use?
  • Download this guidebook to learn how 3 mortgage lenders are using social media to:

    • Position themselves in a place the community is already looking ... their social media
    • Empower loan officers to engage in local conversations
    • Turn their institution's loan officers into the voice of their brand
    • Build trust within the community

    Which roles do you fill when building your bank's marketing dream team? This guide will show you the following:

    • Who does what
    • The right structure to execute strategy
    • How compliance software can help

    Enjoy!

    How 6 Financial Marketers Are Creating Value in Social Media

    Ever wonder what everyone else is doing in social media? We talked to six leading financial marketers about how they’re succeeding today and planning for the next big thing.

    Get their insights on strengthening your social strategies, unlocking the power of employee networks and creating next-level content that drives engagement.

    COVID-19 & Bank Social Media

    Times are different and how you connect with customers and potential customers has changed drastically. In a socially distant world, learn to still build lasting relationships.

    Download and learn the guiding principles for using social media to serve both your customers and communities in the midst of a pandemic.

    Read this guide if you’re asking yourself:

    • Is my social media policy current and comprehensive?
    • How do I ensure social media compliance during M&A?
    • What do I need to consider for direct messaging compliance?

    In this guide we will help you think about your all important social media policy and thoughtfully consider how changes in social media tech and even your bank’s structure may impact compliance.

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Every Financial Services Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    RESOURCES

    NEWS
    January 26, 2021

    How Loan Officers Can Use Social Media to Win Business

    As mortgage demand surges, home purchase and refinance markets remain hot with no signs of slowing down. This is excellent news for loan officers, but it’s important to note that COVID-19 doesn’t seem to be slowing down, either. Capitalizing on the opportunity of increased mortgage demand has to look a little different today than it has before: As the pandemic limits face-to-face interaction, loan officers can’t rely on traditional tactics to win business and get a leg up over the competition.

    So as the pandemic continues and as competition builds higher than ever, how can bank marketers ensure that their loan officers stand out? The answer is social media. Social media has already become an essential part of the mortgage lending business — consumers expect technology to be part of their homebuying process — and many marketers and loan officers have recognized the value of social channels in maintaining authentic human relationships safely during COVID-19. But in a market that’s more competitive than ever before, social media strategies must be competitive as well. 

    It’s time to kick it up a notch. With the following strategies, bank marketers can help loan officers build stronger social media strategies to stand out from the crowd and win mortgage business in 2021:

    1. Activate loan officers on social media.

    Audiences pay more attention to individual people on social media than to brands. That’s why a social selling approach, in which individual associates share branded messages on their own social media profiles, can stretch the reach of brand messaging 561% further than if a brand shared the message on only the company profile.

    Marketers can help loan officers carry out their own successful social media strategies by arming them with educational content that their audiences will find useful. With the right social media management tool, marketers can store pre-approved content in a digital library, and loan officers can access it easily and frequently to share with their social media followers. What’s more, if each piece of content gets the compliance team’s sign-off before going into the library, the marketing team can rest easy knowing loan officers aren’t overstepping any regulatory red tape.

    2. Drive interest with paid social media.

    A compliant, organic social selling strategy is an important foundation — but to truly get ahead of the rest and capture more mortgage business, you’ll need to level up your social game. To target and distribute each post strategically for maximum return, fuel your social selling efforts with advertising dollars in paid social campaigns.

    For example, if a loan officer wants to reach first-time homebuyers, you can target an ad by ZIP code to land it among those who are currently in rental-heavy areas. Whatever specific audience you’re trying to reach, paid ads allow you to tailor and target each message according to key indicators that someone may be looking to refinance or buy.

    3. Use content to educate and engage.

    Whether an organic social post or a paid ad, the content your loan officers share on social media can both help spark an interest in their services and position them as the trusted expert to turn to when it’s time to buy or refinance.

    Arm your loan officers with articles, guidebooks, blog posts, and more to help educate audiences on the unique opportunities in today’s market and how they can save a lot of money. By helping followers understand what they have to gain, loan officers can set the foundation for many trusting, lasting client relationships.

    4. Drive conversions with a post-click experience.

    When loan officers share targeted, relevant content on social media, they’ll get their audience’s attention — but what happens next? Give interested prospects a clear path to further engage with your brand with landing pages.

    Build landing pages on your website to correspond with each of your social campaigns. For example, the social selling strategy to reach first-time homebuyers could lead prospects to a landing page where they can download a guidebook on securing their first mortgage. You can create a capture form that asks for their name, email, and phone number in return for the download. Then, the contact information for your hottest leads is right in your hands. With it, you can do more than engage with audiences — you can convert prospects into clients.

    Of course, all of this would be hard for any marketing team to pull off at the scale necessary to remain competitive in today’s mortgage market. The right social media management software can help you create landing pages with ease, coordinate different paid campaigns at once, ensure compliance among individual loan officers’ social posts, house educational content for loan officers to share frequently, and more. Today, when there’s both more opportunity and more competition for loan officers than perhaps ever before, investing in social media is well worth the money and effort.

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    OTHER NEWS:

    Social media is an important tool for financial institutions to reach and connect with consumers, but it’s only the first step in a larger digital journey. Once a social media post or ad catches a prospect’s attention, they need a post-click experience to keep them engaged with the brand. An effective way to begin building that experience is through landing pages.

    When users see a social post that piques their interest, if they simply follow a link back to your webpage, they may struggle to find exactly what they came for. If they can follow a link back to a landing page designed specifically around the information that initially caught their attention, however, they’re much likelier to continue engaging. And when users visit a landing page and enter their information into a form to receive the content, the sales team receives contact information to reach prospects who are already primed and interested.

    The personalized aspect of landing pages comes in when brands create different pages to offer varied web experiences that will suit the needs of various prospective customers. A one-size-fits-all digital experience is not enough for today’s customers, who expect highly tailored products and services, but the good news for financial institutions is that the right software can make creating many relevant landing pages a breeze.

    The following tips can help you customize the next step in your audience’s digital experience and lead more prospects to conversion:

    1. Create social content that drives traffic to your landing pages.

    Landing pages alone aren’t meant to entice prospects. Instead, the pages should serve as a destination, and to get people interested in heading toward that destination, you must first catch their attention on social media. When creating social content, think about what will drive users to your landing pages. Who is the intended audience, and what do they want to learn from you? 

    Make your social posts valuable enough to the viewer that they will want more. Treat the social post as the appetizer and the landing page as the entrée. Whet your viewers’ appetites with a strong starting point, and they’ll be ready and excited to engage further.

    2. Use a tool to help make landing pages at scale.

    You want to have specific landing pages for each social media campaign to make sure the content is specific and valuable to prospects, but building webpages can be a time-consuming process. To create landing pages at the scale necessary to create a truly customized digital experience, you need a platform like Denim Social that allows anyone to create landing pages with ease. 

    Our software is perfect even for marketers with no web design experience. No web development is required — all it takes is dragging and dropping elements into existing templates. The simple, intuitive interface allows you to add personalized and localized attributes to each page. For example, if you want prospects who go to the page to speak with a specific advisor in your area, it’s easy to include that advisor’s contact information and photo on the page. You can also easily optimize landing pages for conversion with easy-to-build lead capture forms that will put relevant data right in the hands of your sales team.

    3. Try different options and make frequent updates.

    With a tool that makes creating different, targeted landing pages at scale so quick and painless, you have more freedom to test out new options, make updates, and find out what works best. The drag-and-drop tools make changing descriptions, form layouts, and call-to-action buttons simple, so you can tweak pages regularly as you learn more about what works best for your brand. 

    For example, the copy on your landing page is the most important element for capturing and holding visitors’ attention. If the data shows that visitors are visiting the page and bouncing off quickly, that’s a good sign your copy should be more engaging. The simplicity of our tool allows you to make such changes and measure the results quickly. Instead of waiting on a developer to rebuild each page every time you want to make an update, you can continuously optimize with a flexible and agile approach.

    Social media is a necessary first step in any marketing strategy, but on its own, it’s simply not enough to drive conversions. You need a strategy that starts with captivating social content and leads to engaging and evolving landing pages to launch customers into digital experiences, and you need the right tools to pull it off at scale. With the tips above, your digital marketing strategy can take prospects far beyond a social click and help turn them into lasting, trusting clients.

    As the pandemic has limited insurance agents’ ability to build relationships with and market themselves to prospects and clients in person, more agents are harnessing digital efforts to do business. Social media advertising takes up much of these efforts — and for good reason. But among an increased volume of branded digital content, marketing leaders at insurance companies need to pay close attention to safeguarding their brand reputation.

    Protecting brand reputation is always a top concern for marketers. But as disrupted travel schedules and other changes brought about by COVID-19 have delayed or altogether canceled training sessions and workshops, it’s all too likely that agents may not be receiving the information they need to be able to use social media responsibly.

    The possibilities for rogue posts that could tarnish the brand name are endless. Unfortunately, they’re also more likely to slip through the cracks as consumers increase their social media use — leaving marketing and customer service teams busy fielding online communication. With less time to monitor agents and update social media policies, marketing teams need better tools to protect the brand and support agents on social media at scale.

    The right software can help. To protect your brand reputation and manage the paid social media campaigns of several agents at once, look for a tool with the following features:

    1. Pre-approved content libraries: Look for a tool that enables marketers to create a surplus of pre-approved content and store it in a digital library for agents to access and distribute easily. Not only does this assure marketers that agents are sharing approved, compliant content, but it also makes it easier for agents to post consistently.

    Before creating the content to fill digital libraries, marketers should seek insights directly from agents about what matters most to their prospects and clients. This will ensure each agent is armed with content that is relevant and helpful to his or her network.

    2. Approval workflows: That said, don’t shoot down agents who have ideas of their own and enjoy creating content. Instead, allow them to build out and share their ideas. The key is creating a pre-established, clearly outlined workflow to send each piece of content through to ensure it gets all the necessary stamps of approval before going live.

    Now imagine a software platform that can automate those approval workflows, allowing agents to send a piece of content to the right person with just one click. The same platform should also be able to keep all draft versions in one centralized location so everyone involved can see where a piece of content is in the workflow and its revision history.

    Allowing agents to share their own content can give them more ownership of their social media strategies and empower them to participate actively and enthusiastically. Creating simple, automatic workflows can also save them a lot of time — 20% to 30% of their workday, by some accounts.

    3. Keyword filters: Any marketer in any industry can name a few terms off the top of their head that they definitely want to keep out of branded communication. The right software can ensure that these terms stay out of agents’ branded social media content entirely. For example, if your company definitely doesn’t want to talk negatively about other brands online, a social media management platform with keyword filtering capabilities will allow you to add a filter to flag any content that includes your competitors’ names.

    4. Archiving: To ensure your brand is accurately represented through every social media interaction, it’s a good idea to keep an ongoing record of every branded post and engagement. Continuously collecting and organizing all of that material, however, is impossible for most marketers to keep up with.

    The right social media management tool can make it easier by automatically archiving all published posts, campaigns, landing pages, and engagement activities and allowing you to export the information in whatever format you need.

    These functions each have dual benefits: First, they help marketers protect the brand’s presentation and reputation online. Second, they provide agents with an added layer of confidence that their posts won’t accidentally land the brand in hot water. Together, these advantages come together to form a social media advertising strategy that everyone in the company can be excited about. Get in touch with Denim Social today to find out how our easy-to-use platform covers all of these bases and more.

    Proximity-based social media marketing is an easy way for insurance marketers to check multiple boxes at once: compliance, personalization, and — perhaps most importantly — humanization.

    First, location-based ads on social can be an excellent compliance tool because insurance is regulated by state, and agents can sell only where they’re licensed. Geotargeted ads allow agents to reach only the prospects they can help within the areas they’re licensed. Beyond compliance, proximity-based social ads allow for a more personalized, multilayered approach to any marketing effort. Ads can be targeted based on hyperspecific data, and personalized, relevant messaging can be delivered to prospects within a specific geographical range.

    Then, there’s the aspect of humanization: paid social’s biggest opportunity for marketers. Location-based ads can connect agents directly to the communities they serve. In an industry so largely driven by relationships, many of which are predicated on shared geography, connecting with communities is an excellent way to build trust — especially when individual agents themselves make those connections. People trust people over brands, and when prospects see they can work with real human beings, it sets a strong foundation for lasting, trusting relationships down the line.

    So how can insurance marketing leaders leverage paid social advertising in a way that puts agents in front of the communities they serve with the personalized, human approach their prospects want? Here are a few key areas to cover from the get-go:

    1. Extend social selling with a proximity-based strategy.

    Social selling is a strategy in which insurance marketers arm agents with relevant, interesting content to share organically from their individual social media profiles. Not only does this strategy put a human face behind the brand name, but it also expands the brand’s reach. On average, employees have 10 times the connections as their employers have followers.

    Especially as COVID-19 limits face-to-face interactions, it’s imperative for insurance companies to introduce their agents to the communities they serve in new ways that reinforce the brand’s humanity. Social selling is an excellent way to do that, and advertising can ensure they reach exactly the right people who will find the most value from an agent.

    2. Use geotargeting to specialize agents and products.

    Geotargeting offers a tremendous opportunity for property-casualty agents to establish their specific expertise in key locations. For a local agent who serves a younger clientele, for example, a marketing team could create geotargeted ads aimed at younger, renter-heavy communities or even off-campus student communities.

    Targeting demographics by age is an effective strategy considering that Millennials are now the largest insurance-buying age group in the country — having just surpassed the Baby Boomer generation. With this approach, not only would you be delivering the kind of personalization younger consumers expect, but you would also be helping agents reach exactly the kinds of prospects they’re looking to engage.

    3. Target the local competition.

    If you know business is lagging in a particular metro area or ZIP code in your state, you can unleash personalized ads geotargeted specifically toward those locations. Sometimes referred to as geoconquesting, this method can help agents find their ground in areas already dominated by competitors, especially if ads are hypertargeted beyond just location (e.g., by specialty).

    Location-based social media marketing is a great way for insurance marketers to get agents in front of exactly the right people with the most relevant, targeted messages to build trust and foster real, human connections. At a time when in-person meetings are more limited than ever before, this is a vital method for brands that want to stay ahead of the competition. Fortunately, the right social media management software can help marketing teams scale multilayered, personalized paid social efforts to reach as many relevant prospects as possible with ease. Get in touch to learn more.

    Ignoring the digital experience is not an option for banks. Retail branch visits were down even before COVID-19, and that trend has rapidly accelerated. Banks with strong digital infrastructures before the pandemic have had an easier time navigating a new normal with limited in-person customer interaction, but those that have been slower to modernize their approach still have much to gain from jumping into action. To speed ahead of competitors and grow into the future, digitizing now is a must.

    Merely investing in more technology will not help you get a leg up when all of your competitors are doing the same thing. To stand out, you must remember that the financial services industry has always been rooted in relationship-building, and digitization will not change that. Focus on creating digital experiences for your prospects and customers that build trust and set the stage for strengthened relationships.

    But how do you build trust and relationships without meeting face to face? While consumers today might be more digital than ever, they do still want things to feel personal. Building a personalized digital experience with the human element centered is key, and the best place to start doing it is on social media. Relevant content can serve as an entry point into a digital journey that starts by engaging prospects and leads to sales conversions.

    Here are a few ways to get your prospects’ attention on social media and deliver the tailored digital journeys they want and expect today:

    Enable associates to practice social selling. People trust people over brands. In fact, only 34 percent of consumers say they trust the brands they buy or use. Put your people center stage by making individual associates the face of your company on social media. Loan officers and financial advisors participating actively on social can improve sales and expand the brand’s reach.

    Marketing teams can make it easy for associates to share high-quality, compliant content by storing and organizing preapproved posts in a digital library. Loan officers and advisors can access the library to get everything they need to participate in the brand’s social media strategy, and marketers can rest easy knowing associates are sharing compliant content.

    Create paid social media advertising campaigns. Getting associates to post organically is a start, but the content they share is only as good as the distribution plan behind it. Social platforms regularly update their algorithms, and some of those changes make branded content less visible. However, putting some of your advertising budget behind paid social media campaigns can help ensure the content breaks through.

    Marketers can target paid ads to land with exactly the right demographic in exactly the right place. For example, suppose mortgage loan officers want to help young adults in the area buy their first homes. In that case, marketers can create educational content for loan officers to share and target the posts to get in front of recent graduates in a particular region. Audience members will appreciate the highly relevant content and be more likely to engage further to learn more.

    Take a step closer to conversion with landing pages. Now that you have your audience’s attention, it’s time to lead them further into the digital journey. Marketers can create a customized post-click experience for each social media campaign by creating landing pages on the company website. The right platform will allow marketers to build landing page templates once, then add personalized and localized associate attributes (such as an advisor’s name, address and photo) at scale. Each associate can link to a landing page in his or her social posts to lead viewers further into a customized digital experience on the company website.

    Landing pages offer banks a closer look into consumer data. Social media can show you vanity metrics such as likes and shares, but this doesn’t give you the data you need to measure conversion and tweak your strategy to drive results. Landing page analytics can show your team real-time traffic, lead form submission data, and conversion results. With that data on hand, teams can also see which website visitors bounce from a page without taking action. Marketers can use that information to enable strategic social media ad retargeting to keep leads interested and engaged.

    For banks, the challenge of creating sustained growth lies in meeting consumers where they are in the digital sphere—and using those interactions to drive trust, build relationships and ultimately close sales. Banks that empower employees to actively engage on social media, land the right content with the right audiences and lead customers further into a personalized digital experience will rise above the competition and thrive well into the future.

    Check out our latest perspective in American Banker -- Link.

    When insurance companies incorporate individual agents into their social media strategies, they engage in a tactic known as social selling. It’s a winning strategy that can expand the brand’s reach exponentially, but agents and marketers need to stay connected to pull it off successfully.

    A solid, well-rounded social media strategy requires the specific expertise of both agents and marketers: Agents know their communities better than any marketer ever could. It’s their job to build relationships with clients and to know what’s happening in their networks. But marketers hold the expertise in digital content creation and social media advertising.

    The challenge in bringing these points of expertise together lies in scalability. Even at the biggest insurance companies, a limited number of marketing experts must oversee the individual social media activity of many agents. So how can insurance companies bridge that gap? Technology is a big part of the answer. Here are a few ways the right tools allow insurance marketers and agents to combine their expertise and enable successful social selling strategies at scale.

    1. Automated approval workflows

    Social media management software can automate processes to streamline the production and approval of social media content. With just the click of a button, agents can send posts to the right person for approval. Marketing teams can rest easy knowing no agents’ posts will slip through the cracks without proper sign-off, and agents can create content and participate actively in their social media strategies with the knowledge that appropriate parties have seen the posts before they go live.

    2. Pre-approved content

    Marketers can also make posting easier on agents by creating shareable content for them. The same social media software that automates workflows can also house pre-approved posts in a digital library where agents can access relevant content to share with their networks with ease. To ensure the content is relevant, marketers should connect with agents regularly to gather insights about what kinds of information their audiences want and need.

    3. Paid campaign management

    Along with maintaining oversight of agents’ organic social media activity, marketers can also use the software to easily manage and optimize paid social media campaigns for individual agents. When marketers put money behind agents’ social media efforts in paid advertising campaigns, they can target each ad to land with exactly the right demographic. Agents will know their messages are reaching the intended personas, and marketers will know their time, effort, and advertising spend isn’t wasted on the wrong audience.

    4. Tailored landing pages

    While likes or comments on agents’ social media posts might be a good indicator of how their networks are engaging with content, the real return is only measured by how many prospects convert into clients. For agents, the first step is catching their audiences’ attention on social media, but then they can bring prospects closer to converting with the help of landing pages. Marketing teams can create customized landing pages focused on specific products or services on the company’s website. Essentially, if an agent’s connection finds their social media post or ad interesting, they can follow the link back to the landing page to get more information specifically around the point that caught their attention.

    Ultimately, a comprehensive and effective social media strategy for insurance companies takes the work and expertise of both marketing departments and agents. And this work shouldn’t happen in silos. Instead, marketers and agents can utilize tools and technology to connect around content and create impactful, targeted campaigns that will deliver a significant return on investment.

    RESOURCES

    VISION
    January 26, 2021

    How Loan Officers Can Use Social Media to Win Business

    As mortgage demand surges, home purchase and refinance markets remain hot with no signs of slowing down. This is excellent news for loan officers, but it’s important to note that COVID-19 doesn’t seem to be slowing down, either. Capitalizing on the opportunity of increased mortgage demand has to look a little different today than it has before: As the pandemic limits face-to-face interaction, loan officers can’t rely on traditional tactics to win business and get a leg up over the competition.

    So as the pandemic continues and as competition builds higher than ever, how can bank marketers ensure that their loan officers stand out? The answer is social media. Social media has already become an essential part of the mortgage lending business — consumers expect technology to be part of their homebuying process — and many marketers and loan officers have recognized the value of social channels in maintaining authentic human relationships safely during COVID-19. But in a market that’s more competitive than ever before, social media strategies must be competitive as well. 

    It’s time to kick it up a notch. With the following strategies, bank marketers can help loan officers build stronger social media strategies to stand out from the crowd and win mortgage business in 2021:

    1. Activate loan officers on social media.

    Audiences pay more attention to individual people on social media than to brands. That’s why a social selling approach, in which individual associates share branded messages on their own social media profiles, can stretch the reach of brand messaging 561% further than if a brand shared the message on only the company profile.

    Marketers can help loan officers carry out their own successful social media strategies by arming them with educational content that their audiences will find useful. With the right social media management tool, marketers can store pre-approved content in a digital library, and loan officers can access it easily and frequently to share with their social media followers. What’s more, if each piece of content gets the compliance team’s sign-off before going into the library, the marketing team can rest easy knowing loan officers aren’t overstepping any regulatory red tape.

    2. Drive interest with paid social media.

    A compliant, organic social selling strategy is an important foundation — but to truly get ahead of the rest and capture more mortgage business, you’ll need to level up your social game. To target and distribute each post strategically for maximum return, fuel your social selling efforts with advertising dollars in paid social campaigns.

    For example, if a loan officer wants to reach first-time homebuyers, you can target an ad by ZIP code to land it among those who are currently in rental-heavy areas. Whatever specific audience you’re trying to reach, paid ads allow you to tailor and target each message according to key indicators that someone may be looking to refinance or buy.

    3. Use content to educate and engage.

    Whether an organic social post or a paid ad, the content your loan officers share on social media can both help spark an interest in their services and position them as the trusted expert to turn to when it’s time to buy or refinance.

    Arm your loan officers with articles, guidebooks, blog posts, and more to help educate audiences on the unique opportunities in today’s market and how they can save a lot of money. By helping followers understand what they have to gain, loan officers can set the foundation for many trusting, lasting client relationships.

    4. Drive conversions with a post-click experience.

    When loan officers share targeted, relevant content on social media, they’ll get their audience’s attention — but what happens next? Give interested prospects a clear path to further engage with your brand with landing pages.

    Build landing pages on your website to correspond with each of your social campaigns. For example, the social selling strategy to reach first-time homebuyers could lead prospects to a landing page where they can download a guidebook on securing their first mortgage. You can create a capture form that asks for their name, email, and phone number in return for the download. Then, the contact information for your hottest leads is right in your hands. With it, you can do more than engage with audiences — you can convert prospects into clients.

    Of course, all of this would be hard for any marketing team to pull off at the scale necessary to remain competitive in today’s mortgage market. The right social media management software can help you create landing pages with ease, coordinate different paid campaigns at once, ensure compliance among individual loan officers’ social posts, house educational content for loan officers to share frequently, and more. Today, when there’s both more opportunity and more competition for loan officers than perhaps ever before, investing in social media is well worth the money and effort.

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    Does your financial institution struggle with social media content curation? You’re not alone. With time, compliance and resource constraints, it can be difficult for financial institutions to find engaging and relevant content to fill their social media feeds. Denim Social has a new product to help!

    Through an integration with content curation industry leader, UpContent, Denim Social is proud to introduce new features that will give financial marketers the ability to curate collections of relevant, high-quality and compliant social media content.

    We get it, searching for content is time consuming and it can be especially tough to find quality content for financial institutions. Our integration with UpContent will bring curated, third-party articles directly to your Denim Social platform. Here’s how it works: 

    • Simply log in to Denim Social to access the curated content libraries. No search engine required. 
    • Curated posts include pre-populated post captions or your team can customize the message to fit your brand. 
    • Select posts to use at the brand level or your marketing team can pre-approve and organize posts for employee use. 
    Content Curation Product Preview

    Social selling is a powerful strategy for financial institutions to increase reach, drive engagement and build trust with customers. With this new content integration, Denim Social can help your marketing team unlock the potential of employee social media, while maintaining brand consistency and staying compliant. Create pre-approved content libraries and implement approval workflows to keep your marketing team in control. 

    Denim Social’s built-in compliance processes work seamlessly with our new curated content libraries. And unlike our competitors, compliance approvals are built-in to our platform.

    Want to see our platform and curated content libraries in action? Sign up for a demo to learn how Denim Social can help your institution level-up its social media strategy. 

    About UpContent: 

    UpContent helps marketing, sales, and HR professionals build trust, deepen relationships, and drive revenue through strategically curated content. UpContent analyzes millions of articles monthly and taps into the collective expertise of their company’s team by empowering individuals to engage with, and enrich, high-quality articles prior to sharing with customers and prospects through one of UpContent’s many social media, email marketing, and website partnerships and integrations. For more information, visit https://www.upcontent.com.

    Social media is an important tool for financial institutions to reach and connect with consumers, but it’s only the first step in a larger digital journey. Once a social media post or ad catches a prospect’s attention, they need a post-click experience to keep them engaged with the brand. An effective way to begin building that experience is through landing pages.

    When users see a social post that piques their interest, if they simply follow a link back to your webpage, they may struggle to find exactly what they came for. If they can follow a link back to a landing page designed specifically around the information that initially caught their attention, however, they’re much likelier to continue engaging. And when users visit a landing page and enter their information into a form to receive the content, the sales team receives contact information to reach prospects who are already primed and interested.

    The personalized aspect of landing pages comes in when brands create different pages to offer varied web experiences that will suit the needs of various prospective customers. A one-size-fits-all digital experience is not enough for today’s customers, who expect highly tailored products and services, but the good news for financial institutions is that the right software can make creating many relevant landing pages a breeze.

    The following tips can help you customize the next step in your audience’s digital experience and lead more prospects to conversion:

    1. Create social content that drives traffic to your landing pages.

    Landing pages alone aren’t meant to entice prospects. Instead, the pages should serve as a destination, and to get people interested in heading toward that destination, you must first catch their attention on social media. When creating social content, think about what will drive users to your landing pages. Who is the intended audience, and what do they want to learn from you? 

    Make your social posts valuable enough to the viewer that they will want more. Treat the social post as the appetizer and the landing page as the entrée. Whet your viewers’ appetites with a strong starting point, and they’ll be ready and excited to engage further.

    2. Use a tool to help make landing pages at scale.

    You want to have specific landing pages for each social media campaign to make sure the content is specific and valuable to prospects, but building webpages can be a time-consuming process. To create landing pages at the scale necessary to create a truly customized digital experience, you need a platform like Denim Social that allows anyone to create landing pages with ease. 

    Our software is perfect even for marketers with no web design experience. No web development is required — all it takes is dragging and dropping elements into existing templates. The simple, intuitive interface allows you to add personalized and localized attributes to each page. For example, if you want prospects who go to the page to speak with a specific advisor in your area, it’s easy to include that advisor’s contact information and photo on the page. You can also easily optimize landing pages for conversion with easy-to-build lead capture forms that will put relevant data right in the hands of your sales team.

    3. Try different options and make frequent updates.

    With a tool that makes creating different, targeted landing pages at scale so quick and painless, you have more freedom to test out new options, make updates, and find out what works best. The drag-and-drop tools make changing descriptions, form layouts, and call-to-action buttons simple, so you can tweak pages regularly as you learn more about what works best for your brand. 

    For example, the copy on your landing page is the most important element for capturing and holding visitors’ attention. If the data shows that visitors are visiting the page and bouncing off quickly, that’s a good sign your copy should be more engaging. The simplicity of our tool allows you to make such changes and measure the results quickly. Instead of waiting on a developer to rebuild each page every time you want to make an update, you can continuously optimize with a flexible and agile approach.

    Social media is a necessary first step in any marketing strategy, but on its own, it’s simply not enough to drive conversions. You need a strategy that starts with captivating social content and leads to engaging and evolving landing pages to launch customers into digital experiences, and you need the right tools to pull it off at scale. With the tips above, your digital marketing strategy can take prospects far beyond a social click and help turn them into lasting, trusting clients.

    Known as the professional social networking platform, LinkedIn is a powerful tool for fostering strategic customer relationships and building credibility. An important part of your online brand, your LinkedIn profile is a key source of information for people looking to learn more about you. 

    A strong LinkedIn profile creates opportunities for meaningful connections and interactions with other professionals. But how do you make LinkedIn a successful part of your marketing strategy? Well, for starters, you need to build trust. Use the following best practices to do just that.

    1. Add professional profile and cover photos. According to LinkedIn, a professional headshot makes your profile 21x more likely to be viewed, and profiles with photos get a 40% better InMail response rate. For best results, upload JPEG or PNG images sized as follows:
    • Profile photo: 400x400 pixels
    • Cover photo: 1584x396 pixels

    Pro Tip: Bookmark our Up-to-Date Social Media Sizing & Resource Guide to optimize your images on every social media platform.

    1. Write a compelling headline and summary. Your headline and summary should clearly and succinctly state who you are and why someone should connect with you.
    • Headline: More than simply your job title, your headline should answer these two questions: 
    • Who do you help?
    • How do you help?
    • Summary: Use the following framework to write a compelling professional summary:
    • Paragraph 1: In three sentences or less, what is your value prop to your prospective customers? Reiterate your purpose from your headline.
    • Paragraph 2: In three sentences or less, how do you help customers achieve results?
    • Paragraph 3: In three sentences or less, what is your call-to-action for the prospective customer?

    Pro Tip: In your headline and summary, be sure to include keywords prospective customers might search for.

    1. Engage frequently and consistently. Every week, apply consistent effort to LinkedIn to build credibility and keep content relevant and valuable for customers. Below is checklist of activities we recommend performing on a weekly basis:
    • Post relevant content: Check your content library or search for trending topics in the LinkedIn search bar. You can find some great recent inspiration from others in your field.
    • Post/schedule content at the right time: Generally, the best time to post on LinkedIn is Tuesday through Thursday between 10 and 11 a.m. Content posted in the evenings and on weekends tends to get less engagement. Check out this guide in our Help Center for more information on when to post on various social media channels.
    • Seek recommendations from customers and share success stories: What’s better than telling your networks how great you are? Someone else saying it for you! Positive testimonials, endorsements and reviews go a long way in building your credibility.
    • Check likes, follows, shares, hashtags and comments. Be sure to engage and respond as appropriate. Set weekly or monthly goals for growth and track progress.
    • Grow your network: Join relevant groups in your industry to gain customer insights about needs and interests, follow influencers and connect with others.

    Pro tip: Add a 30-minute weekly recurring event on your calendar to go through the above checklist. 

    If you’re still questioning the value of LinkedIn, consider this success story. According to Fortune, an advisor at financial services firm Guardian Life picked up 35 referrals from just one client using LinkedIn. The advisor’s business has more than doubled since he started prospecting on social networks. So what are you waiting for? Start building trust and credibility on LinkedIn today.

    Looking for a quick reference for all of this information? Check out this infographic.

    As the pandemic has limited insurance agents’ ability to build relationships with and market themselves to prospects and clients in person, more agents are harnessing digital efforts to do business. Social media advertising takes up much of these efforts — and for good reason. But among an increased volume of branded digital content, marketing leaders at insurance companies need to pay close attention to safeguarding their brand reputation.

    Protecting brand reputation is always a top concern for marketers. But as disrupted travel schedules and other changes brought about by COVID-19 have delayed or altogether canceled training sessions and workshops, it’s all too likely that agents may not be receiving the information they need to be able to use social media responsibly.

    The possibilities for rogue posts that could tarnish the brand name are endless. Unfortunately, they’re also more likely to slip through the cracks as consumers increase their social media use — leaving marketing and customer service teams busy fielding online communication. With less time to monitor agents and update social media policies, marketing teams need better tools to protect the brand and support agents on social media at scale.

    The right software can help. To protect your brand reputation and manage the paid social media campaigns of several agents at once, look for a tool with the following features:

    1. Pre-approved content libraries: Look for a tool that enables marketers to create a surplus of pre-approved content and store it in a digital library for agents to access and distribute easily. Not only does this assure marketers that agents are sharing approved, compliant content, but it also makes it easier for agents to post consistently.

    Before creating the content to fill digital libraries, marketers should seek insights directly from agents about what matters most to their prospects and clients. This will ensure each agent is armed with content that is relevant and helpful to his or her network.

    2. Approval workflows: That said, don’t shoot down agents who have ideas of their own and enjoy creating content. Instead, allow them to build out and share their ideas. The key is creating a pre-established, clearly outlined workflow to send each piece of content through to ensure it gets all the necessary stamps of approval before going live.

    Now imagine a software platform that can automate those approval workflows, allowing agents to send a piece of content to the right person with just one click. The same platform should also be able to keep all draft versions in one centralized location so everyone involved can see where a piece of content is in the workflow and its revision history.

    Allowing agents to share their own content can give them more ownership of their social media strategies and empower them to participate actively and enthusiastically. Creating simple, automatic workflows can also save them a lot of time — 20% to 30% of their workday, by some accounts.

    3. Keyword filters: Any marketer in any industry can name a few terms off the top of their head that they definitely want to keep out of branded communication. The right software can ensure that these terms stay out of agents’ branded social media content entirely. For example, if your company definitely doesn’t want to talk negatively about other brands online, a social media management platform with keyword filtering capabilities will allow you to add a filter to flag any content that includes your competitors’ names.

    4. Archiving: To ensure your brand is accurately represented through every social media interaction, it’s a good idea to keep an ongoing record of every branded post and engagement. Continuously collecting and organizing all of that material, however, is impossible for most marketers to keep up with.

    The right social media management tool can make it easier by automatically archiving all published posts, campaigns, landing pages, and engagement activities and allowing you to export the information in whatever format you need.

    These functions each have dual benefits: First, they help marketers protect the brand’s presentation and reputation online. Second, they provide agents with an added layer of confidence that their posts won’t accidentally land the brand in hot water. Together, these advantages come together to form a social media advertising strategy that everyone in the company can be excited about. Get in touch with Denim Social today to find out how our easy-to-use platform covers all of these bases and more.

    Proximity-based social media marketing is an easy way for insurance marketers to check multiple boxes at once: compliance, personalization, and — perhaps most importantly — humanization.

    First, location-based ads on social can be an excellent compliance tool because insurance is regulated by state, and agents can sell only where they’re licensed. Geotargeted ads allow agents to reach only the prospects they can help within the areas they’re licensed. Beyond compliance, proximity-based social ads allow for a more personalized, multilayered approach to any marketing effort. Ads can be targeted based on hyperspecific data, and personalized, relevant messaging can be delivered to prospects within a specific geographical range.

    Then, there’s the aspect of humanization: paid social’s biggest opportunity for marketers. Location-based ads can connect agents directly to the communities they serve. In an industry so largely driven by relationships, many of which are predicated on shared geography, connecting with communities is an excellent way to build trust — especially when individual agents themselves make those connections. People trust people over brands, and when prospects see they can work with real human beings, it sets a strong foundation for lasting, trusting relationships down the line.

    So how can insurance marketing leaders leverage paid social advertising in a way that puts agents in front of the communities they serve with the personalized, human approach their prospects want? Here are a few key areas to cover from the get-go:

    1. Extend social selling with a proximity-based strategy.

    Social selling is a strategy in which insurance marketers arm agents with relevant, interesting content to share organically from their individual social media profiles. Not only does this strategy put a human face behind the brand name, but it also expands the brand’s reach. On average, employees have 10 times the connections as their employers have followers.

    Especially as COVID-19 limits face-to-face interactions, it’s imperative for insurance companies to introduce their agents to the communities they serve in new ways that reinforce the brand’s humanity. Social selling is an excellent way to do that, and advertising can ensure they reach exactly the right people who will find the most value from an agent.

    2. Use geotargeting to specialize agents and products.

    Geotargeting offers a tremendous opportunity for property-casualty agents to establish their specific expertise in key locations. For a local agent who serves a younger clientele, for example, a marketing team could create geotargeted ads aimed at younger, renter-heavy communities or even off-campus student communities.

    Targeting demographics by age is an effective strategy considering that Millennials are now the largest insurance-buying age group in the country — having just surpassed the Baby Boomer generation. With this approach, not only would you be delivering the kind of personalization younger consumers expect, but you would also be helping agents reach exactly the kinds of prospects they’re looking to engage.

    3. Target the local competition.

    If you know business is lagging in a particular metro area or ZIP code in your state, you can unleash personalized ads geotargeted specifically toward those locations. Sometimes referred to as geoconquesting, this method can help agents find their ground in areas already dominated by competitors, especially if ads are hypertargeted beyond just location (e.g., by specialty).

    Location-based social media marketing is a great way for insurance marketers to get agents in front of exactly the right people with the most relevant, targeted messages to build trust and foster real, human connections. At a time when in-person meetings are more limited than ever before, this is a vital method for brands that want to stay ahead of the competition. Fortunately, the right social media management software can help marketing teams scale multilayered, personalized paid social efforts to reach as many relevant prospects as possible with ease. Get in touch to learn more.

    Ignoring the digital experience is not an option for banks. Retail branch visits were down even before COVID-19, and that trend has rapidly accelerated. Banks with strong digital infrastructures before the pandemic have had an easier time navigating a new normal with limited in-person customer interaction, but those that have been slower to modernize their approach still have much to gain from jumping into action. To speed ahead of competitors and grow into the future, digitizing now is a must.

    Merely investing in more technology will not help you get a leg up when all of your competitors are doing the same thing. To stand out, you must remember that the financial services industry has always been rooted in relationship-building, and digitization will not change that. Focus on creating digital experiences for your prospects and customers that build trust and set the stage for strengthened relationships.

    But how do you build trust and relationships without meeting face to face? While consumers today might be more digital than ever, they do still want things to feel personal. Building a personalized digital experience with the human element centered is key, and the best place to start doing it is on social media. Relevant content can serve as an entry point into a digital journey that starts by engaging prospects and leads to sales conversions.

    Here are a few ways to get your prospects’ attention on social media and deliver the tailored digital journeys they want and expect today:

    Enable associates to practice social selling. People trust people over brands. In fact, only 34 percent of consumers say they trust the brands they buy or use. Put your people center stage by making individual associates the face of your company on social media. Loan officers and financial advisors participating actively on social can improve sales and expand the brand’s reach.

    Marketing teams can make it easy for associates to share high-quality, compliant content by storing and organizing preapproved posts in a digital library. Loan officers and advisors can access the library to get everything they need to participate in the brand’s social media strategy, and marketers can rest easy knowing associates are sharing compliant content.

    Create paid social media advertising campaigns. Getting associates to post organically is a start, but the content they share is only as good as the distribution plan behind it. Social platforms regularly update their algorithms, and some of those changes make branded content less visible. However, putting some of your advertising budget behind paid social media campaigns can help ensure the content breaks through.

    Marketers can target paid ads to land with exactly the right demographic in exactly the right place. For example, suppose mortgage loan officers want to help young adults in the area buy their first homes. In that case, marketers can create educational content for loan officers to share and target the posts to get in front of recent graduates in a particular region. Audience members will appreciate the highly relevant content and be more likely to engage further to learn more.

    Take a step closer to conversion with landing pages. Now that you have your audience’s attention, it’s time to lead them further into the digital journey. Marketers can create a customized post-click experience for each social media campaign by creating landing pages on the company website. The right platform will allow marketers to build landing page templates once, then add personalized and localized associate attributes (such as an advisor’s name, address and photo) at scale. Each associate can link to a landing page in his or her social posts to lead viewers further into a customized digital experience on the company website.

    Landing pages offer banks a closer look into consumer data. Social media can show you vanity metrics such as likes and shares, but this doesn’t give you the data you need to measure conversion and tweak your strategy to drive results. Landing page analytics can show your team real-time traffic, lead form submission data, and conversion results. With that data on hand, teams can also see which website visitors bounce from a page without taking action. Marketers can use that information to enable strategic social media ad retargeting to keep leads interested and engaged.

    For banks, the challenge of creating sustained growth lies in meeting consumers where they are in the digital sphere—and using those interactions to drive trust, build relationships and ultimately close sales. Banks that empower employees to actively engage on social media, land the right content with the right audiences and lead customers further into a personalized digital experience will rise above the competition and thrive well into the future.